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Marketing Management: Indian Cases by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac Jacob

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CASE 9

Who will buy Xylo – Mahindra and Mahindra Automotive Sector*

Rajesh Jejurikar was instrumental in the Scorpio success story and worked on a robust marketing plan which took Mahindra & Mahindra (M&M) to leadership position in Utility Vehicle (UV) space. He had had set high standards for the marketing team at M&M. After experiencing many good years and fortunes with Scorpio, the business was now stagnating. As a leader in UV space, they had a choice to defend their shares or snatch from competition, but Rajesh with his team wanted to grow the category as they saw the potential for utility vehicles in India. On a hot and humid afternoon in 2006, he along with Vivek Nayer, the senior Vice President (marketing) at M&M, and other team members ...

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